of saying it's important. >> the amount of government support for pbs is relatively small, a huge part of the support comes from people who care about it. it's not actually a subsidized activity so much as it is subject to market forces and there are a set of people who say i want that i like it want to pay for it and i think you see this with new technology platforms like kick starter where people r you know, saying hey, would you like this, would you pay for this and there is this incredible new direct mechanism for authors an other creators to say would you care about what i wanted to do. >> i'm so glad that you brought that up. because i think the elitist element was that books were selected and it was the editor who selected it. and then it was put into certain book stores. and the independent book store which i am a great fan of was a little intimidating for people who didn't know, how to find the book that they want. then the superstores tried to make that better and the big box merchandisers but books have always been thought of as part of a true literature and fine nonfiction